Ronald McDonald was McDonald's first major television advertising mascot created for the company's 1963 campaign.
The character was introduced in a series of television commercials designed to give McDonald's a memorable personality for children and families. Early Ronald advertising used a fantastical costume and playful visual style, helping the character stand out in a rapidly expanding fast-food market.
Willard Scott, then a television personality, played an early version of Ronald McDonald in local Washington, D.C., commercials. The character's appearance was later refined, and McDonald's developed him into the chain's principal public mascot.
Ronald's rise did not erase Speedee from the company's earlier history. Speedee represented the original fast-service system, while Ronald became the face of the restaurant's family-oriented advertising. Later McDonaldland characters were created around Ronald's fictional world.